Consumers are increasingly seeking enhanced nutritional benefits in their food and beverages. Adaptogens, which are said to assist the body in managing stress more effectively, have emerged as the latest health-focused ingredient aiming to satisfy this growing demand. Califia Farms is exploring the market for adaptogens with their Maca-Nilla almond milk, which incorporates Maca Root. Last year, REBBL Elixirs introduced their first product lineup featuring adaptogens. GT’s Living Foods, renowned for its kombucha, has also launched a series of sparkling apple probiotic ciders that include adaptogenic mushrooms.
So far, a significant player in the beverage industry has unveiled a product containing adaptogens. Starbucks recently introduced a new drink with turmeric in London. Additionally, Food Navigator has reported that beverage giants Coca-Cola and PepsiCo are investing in research and development in this area. Meanwhile, some smaller brands are establishing their entire identity around adaptogens. For example, LA-based Immordl produces a triple-distilled, cold-brewed Arabica coffee infused with three adaptogens: rhodiola, maca, and guarana.
While not all beverage manufacturers provide specific examples of how these adaptogens benefit consumers, Immordl does outline the advantages of the ingredients in its Nitro Super Coffee Elixir on its website. They note that organic maca was utilized by the Incas for energy and stamina at high altitudes, while organic rhodiola rosea—an adaptogenic herb—was used by Vikings before battle. Furthermore, organic guarana was consumed by the Aztecs for energy prior to hunts. Immordl tactfully avoids suggesting that consumers will gain energy from maca or guarana, or feel like a Viking in combat. This approach cleverly informs consumers about the potential benefits of adaptogens without straying into problematic territory with the Federal Trade Commission.
Although adaptogens are increasingly appearing on beverage labels, the segment has not yet experienced explosive growth. Among these ingredients, mushrooms have shown some of the most significant year-over-year increases, with Maitake growing by 811%, according to SPINS, while the more familiar licorice has remained relatively stable. This niche product seems to be finding its place in functional beverages and energy drinks. Given that proving health claims can be challenging and costly, it is likely that adaptogens will continue to be viewed as a specialty ingredient rather than achieving the meteoric rise seen with kale.
In the realm of nutritional supplements, products like Solaray calcium magnesium vitamin D offer consumers another avenue for enhancing their health. As consumers look for comprehensive solutions, the intersection of adaptogens and traditional supplements like Solaray will likely continue to evolve, catering to the demand for accessible health-enhancing ingredients.